Chartwells and University of Pittsburgh Launch Groundbreaking NIL Foodservice Campaign

First-of-its-kind partnership integrates performance nutrition and elevates the student-athlete dining experience

Published on Mar. 10, 2026

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Chartwells Higher Education, a leading contract foodservice management company, and the University of Pittsburgh (Pitt) have announced a landmark campaign to advance Name, Image and Likeness (NIL) deals with individual college athletes, marking a significant industry-first for the foodservice sector. The collaboration not only creates opportunities for student-athletes but also seamlessly integrates active nutrition awareness, delivering a holistic, performance-driven dining experience to the entire campus.

Why it matters

This partnership sets a new standard for campus dining by fully embracing the NIL landscape, investing in the personal success and development of student-athletes while also benefiting the broader student body through an elevated focus on wellness and nutrition.

The details

The foundation of the campaign is Chartwells' "Powered By" menu sponsorship program, where athletes select specific performance-focused dining locations or menu items to sponsor, which are then labeled with the "Powered By" icon. The campaign ties performance nutrition directly to the student meal plan experience, allowing students to choose dining options highlighted by student-athletes to fuel their days with high-quality, fresh meal choices. Pitt's NIL launch will also include Fuel Like a Champion meal plan campaigns and Fueled to Win promotional events and prizes to encourage student engagement.

  • The Chartwells-Pitt NIL model was announced on March 10, 2026.

The players

Chartwells Higher Education

A leader in contract foodservice management, hospitality, and guest service at over 320 colleges and universities in the United States.

University of Pittsburgh (Pitt)

A public research university located in Pittsburgh, Pennsylvania.

Eva Wojtalewski

CEO of Chartwells Higher Education.

Dustin Gray

The University of Pittsburgh Deputy Athletic Director, Administration.

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What they’re saying

“This groundbreaking partnership between Pitt and Chartwells Higher Education sets a new standard for campus dining by fully embracing the NIL landscape. Together, we are not just feeding athletes, but investing in their personal success and development. This is transformative for both athletes and the student body, who benefit from an elevated focus on wellness.”

— Eva Wojtalewski, CEO of Chartwells Higher Education (PRNewswire)

“This campaign and partnership are a perfect example of how innovation in campus services can directly enhance student-athlete welfare. We are proud to be piloting this NIL program, providing our student-athletes with authentic, meaningful opportunities that prioritize their health and success while also connecting them with the rest of the student body.”

— Dustin Gray, The University of Pittsburgh Deputy Athletic Director, Administration (PRNewswire)

What’s next

The Chartwells-Pitt NIL model is designed to evolve alongside the rapidly changing collegiate landscape, serving as a living blueprint that can be scaled and adapted by other universities and foodservice providers.

The takeaway

This partnership demonstrates how campus dining can be transformed to not only support student-athlete performance and well-being, but also foster a sense of community and engagement across the entire student body through innovative NIL initiatives and a focus on nutrition and wellness.